L’obiettivo della tesi è stato quello di ricostruire i passaggi dell’edificazione del canale televisivo femminile LeiTv come brand, attraverso le decisioni prese in due principali settori d’azione: le scelte editoriali (comprendenti la produzione e l’adattamento di specifici programmi) e le strategie marketing. Nel primo capitolo, dopo uno studio della letteratura scientifica dedicata al branding come strategia nell’orientamento dei consumi, si sono passati in rassegna i vantaggi della sua applicazione alle imprese televisive. Nel secondo e terzo capitolo è sviluppata, attraverso le interviste a sei professionisti del canale LeiTv, l’analisi delle scelte editoriali (legate principalmente all’elezione di un target di nicchia e a un’offerta sviluppata sul factual programming) e delle strategie marketing (con particolare attenzione al passaggio da un marketing puramente di brand a uno principalmente di prodotto, a sostegno di ogni singolo programma). L’ultimo capitolo esamina il caso dell’adattamento del format inglese Don’t Tell the Bride, esempio di branded program realizzato dal network per posizionarsi sempre più fortemente come canale femminile dedicato al factual entertainment dal tono ironico. / The purpose of this dissertation is to define the construction of television channel LeiTv as a brand, focusing on two topics: editorial choices (among them the production and the adaptation of specific programs) and marketing strategies. The first chapter, after an overview of the scientific literature about branding, as a strategy to guide consumers, tries to show the benefits of branding even among television networks. In the second and the third chapter, through the interviews of six LeiTv professionals, are examined the editorial choices (in particular, niche targeting and factual programming) and the marketing strategies of the channel (above all the passage from brand marketing to a product marketing approach). The last chapter analyzes the adaptation of the English tv format Don’t Tell the Bride, which embodies the perfect example of branded program, intended by the tv channel to represent its factual entertaining and ironic identity.

<p>Posmatrajući gradove kao nosioce kulturnih, društvenih i političkih<br />promjena, razumijevajući funkcije grada i osnovne elemente grada kao nosioce<br />tih funkcija, brend i brendiranje su koncepcije u službi prepoznavanja i<br />podsticanja privrednog razvoja. Rezultati istraživanja prikazani u ovoj<br />doktorskoj disertaciji su pokazali da izgradnjom modela grada zasnovanog na<br />procesnom pristupu se pruža mogućnost da upravljanje brendom grada<br />(upravljanje procesima - komponentama grada) se ostvare strateški ciljevi<br />grada. Efektivno i efiaksno upravljanje komponentama grada ima presudan<br />uticaj na privredni razvoj grada.</p> / <p>Observing cities as the holders of cultural, social and political changes and<br />understanding city functions and basic elements of any city as holders of the<br />aforementioned functions, a brand and branding are concepts for the purpose of<br />recognition and encouragement of economic development. The research results<br />presented in this PhD dissertation have shown that a creation of city model based on<br />the process approach enables the possibility to run the brand of the city. Effective<br />and efficient managing of city components has the crucial effect on the city<br />economic development.</p>

Title: PUMA branding Objective: The aim of diploma thesis is to get improvement proposal which could be used for further building of PUMA brand. The research will be carried out on two samples of respondents. The first sample will be Generation Y which is defined by Bergh (2012). A second sample of respondents are employees of the company PUMA. Methods: The entire thesis is focused and based on standardized method of the brand personality from J. L. Aaker (1997), adapted by the authors Geuens, Weijters and de Wulf (2009). Statistical functions such as: arithmetic mean, mode, skewness, kurtosis and standard deviation will be used for the interpretation of the outcomes. The results will be processed in order to intensify the development of PUMA brand. Results: Based on the research results, the brand personality of sports brand PUMA can be described by the dimension Activity. The brand personality of PUMA is active, stable and dynamic. This result was agreed by both groups of respondents, as Generation Y, and employees of the company PUMA. Keywords: branding, brand management, sports brand, corporate PUMA, marketing research

This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants from 106 South African organisations across various business sectors. Four categories were identified to be perceived as significant for corporate brand image formation, namely transformational leadership and management, positioning and differentiation strategy, brand equity and employee orientation and mentorship. To date, a comprehensive measuring instrument that theoretically includes all the corporate brand identity elements perceived to be significant in corporate brand image formation has not been developed. Based on the research findings, the study aims to propose a theoretical framework for establishing a measuring instrument that includes all the corporate brand identity elements deemed significant in corporate brand image formation as perceived by South African organisations. The objective of providing a theoretical framework for establishing a measuring instrument is to enable organisations to assess the role of their corporate brand identity in corporate brand image formation among their stakeholder groups. The theoretical framework includes the four identified categories perceived as significant in corporate brand image formation. It indicates which of the corporate brand identity elements included in the four categories are perceived to be more significant in corporate brand image formation by South African organisations. In addition, it provides assumptions on how these corporate brand identity elements are perceived to work in synergy to enhance corporate brand image formation based on the research results. / Communication Science / D. Litt. et Phil. (Communication)

This study focuses on the extent to which the various elements of corporate brand identity as identified in the literature are perceived to contribute to corporate brand image formation. In doing so, a theoretical perspective is adopted for this study that borrows from both marketing communication and corporate communication theories. Three data collection techniques – Q methodology, an online questionnaire and computer-assisted telephone interviews (CATI) – were used to determine to what extent these elements are perceived significant in corporate brand image formation among participants from 106 South African organisations across various business sectors. Four categories were identified to be perceived as significant for corporate brand image formation, namely transformational leadership and management, positioning and differentiation strategy, brand equity and employee orientation and mentorship. To date, a comprehensive measuring instrument that theoretically includes all the corporate brand identity elements perceived to be significant in corporate brand image formation has not been developed. Based on the research findings, the study aims to propose a theoretical framework for establishing a measuring instrument that includes all the corporate brand identity elements deemed significant in corporate brand image formation as perceived by South African organisations. The objective of providing a theoretical framework for establishing a measuring instrument is to enable organisations to assess the role of their corporate brand identity in corporate brand image formation among their stakeholder groups. The theoretical framework includes the four identified categories perceived as significant in corporate brand image formation. It indicates which of the corporate brand identity elements included in the four categories are perceived to be more significant in corporate brand image formation by South African organisations. In addition, it provides assumptions on how these corporate brand identity elements are perceived to work in synergy to enhance corporate brand image formation based on the research results. / Communication Science / D. Litt. et Phil. (Communication)